Benefit’s Rainbrows campaign returns for fourth season to celebrate LGBTQIA+ community
Benefit’s acclaimed Rainbrows campaign proudly returns this summer for its fourth sensational season, continuing its mission to support and celebrate the LGBTQIA+ community.
Originating in 2021 when London Pride was cancelled, Rainbrows has since provided a vital platform for LGBTQIA+ voices, offering a safe space for activists, role models, and courageous individuals to share their stories.
Rainbrows has become synonymous with empowerment, visibility, and representation, aligning closely with Benefit’s brand mission of fostering an inclusive beauty community for all. Each season of Rainbrows has expanded its reach, inspiring new audiences by promoting open dialogue and celebrating self-expression.
Ella Pearn, Senior Digital, PR, and Influencer Manager at Benefit Cosmetics UK & Ireland, expressed pride in the campaign’s evolution: “One of our proudest accomplishments over the past three seasons of Rainbrows has been the continued involvement of Benefit staff. From behind-the-scenes makeup artists to featuring in their own vignettes and consulting on the project, their insights have been invaluable. Their participation pulls the thread of this project through the heart of our business.”
This year, Rainbrows, directed by TV Personality and Executive Producer Ryan Lanji, focuses on the Benefit family. Lanji, who has overseen all four seasons, shared his enthusiasm: “After our award-winning series featuring internationally recognised activists, we’ve decided to make this season a family affair. I’m proud to showcase Benefit staff who identify as queer, highlighting their experiences and what makes Benefit Cosmetics a chosen family.”
The campaign features a curated series of sketches and portraits with Benefit team members, who share their heartfelt experiences and inspiring stories. These vignettes underscore the importance of unapologetic self-expression and community support.
Piper Moyes, a Benefit Cosmetics Business Manager in London, shared her thoughts: “Living openly and proudly means letting go of the fear of judgement and living my life in a way that makes me happy.”
Michael Sweetman, an Account Manager in Liverpool, emphasised the significance of supportive environments: “Stay safe and surround yourself with people you identify with. Being around queer people and spaces drives self-expression. Environments like school won’t be around forever; give it time, and you will flourish.”
Jaydie Holmes, a Brow Bar Expert in Newcastle, highlighted the importance of authenticity: “Being myself means being unapologetically me. As a trans woman, I often feel vulnerable, but that doesn’t stop me. Being myself allows me to form genuine relationships and experience euphoria.”
Tess Picken, an Account Manager in Edinburgh, advised patience and community: “It can take time; there’s no rush to label your feelings. Surround yourself with as many queer people as possible and let yourself have queer experiences in a safe, loving environment.”
Benefit’s Rainbrows campaign remains a beacon of joy, empowerment, and inclusivity, encouraging everyone to raise their brows in celebration and acceptance. This fourth season promises to continue inspiring new audiences and promoting a message of love and self-expression.
